Tuesday, July 16, 2013

Interview Best Practices

Interviews
are an opportunity for our clients to spread the word about their companies
first hand. They are also a time when clients get to feel the work we do for
them first hand, which is why attention to detail is crucial every step of the
way. We coordinate interviews for our clients every day and below are
some best practices we recommend for turning a good opportunity into a great
experience (and awesome coverage) for your client:

Align time zones – Interviews rarely
happen in the same city or state – and with international clients we know first
hand how important time zones are. Be clear when you set up an interview
to specify what “time" you are talking in. Use an outlook calendar
invite to make sure everyone is in sync for the same hour.

Test
phone numbers – Will your spokesperson be in a conference room, on their
cell or in their office? Get the numbers you need in advance and make sure they
work so you can ensure a smooth connection.

Set
expectations –
Clients need to know how much time to set aside, what level of detail they
should be prepare to share and understand the audience the reporter is writing
for. Reporters need to know the extent of a spokespersons experience and
knowledge. Aligning on these things ahead of time will make for a productive
conversation for everyone involved.

Prep for
success – Detailed talking points can go a long way to help
prepare for an interview. Even the most seasoned spokesperson benefits
from having his or her key messages and goals for the interview clearly defined
before the conversation starts. Offer to conduct mock interviews or review
talking points with spokespeople prior to their interview so they feel
comfortable and confident when they connect with media.

Over-confirm with everyone – Sure, all parties were ready last week, but that doesn't
mean they remember the appointment today. Make sure you confirm with both the
reporter and your client within an hour of the appointment so you know their
schedules and priorities have not changed.

Follow up fast – They did the grunt work
and now its your turn to hustle. Before the day ends make sure you provide
feedback and thanks to your spokesperson, and that you touch base with the
reporter to verify their needs were met.